Guijiu 20 Sephutheloana sa Joala bo Matla by Liandong Zhang and Xueqian Zhang

Guijiu 20 Sephutheloana sa Joala bo Matla by Liandong Zhang and Xueqian Zhang is a highly esteemed winner of the very prestigious 2025 Moputso oa Khauta oa A' Design Award in Moralo wa Phuthelo Competition Category.

KhautaPhuthelo· 2025

Guijiu 20 Sephutheloana sa Joala bo Matla

by Liandong Zhang and Xueqian Zhang

Client: Guizhou Guijiu Group Co., Ltd

Moputso oa Khauta oa A' Design Award Winner in Phuthelo Category

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Verified Award Winner

Verify Award Status for #170686

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guijiu 20 Sephutheloana sa Joala bo Matla

Guijiu 20 ke sephutheloana sa joala ba baijiu ba China. Botlolo e kopanya bokaholimo bo chitja le 'mele o sekwere, e leng sebopeho se amanang le mehopolo ea setso ea kutloano. Mekhabiso e phahamisitsoeng ea lirurubele, li-phoenix, linonyana le litlhapi e nkiloe mekhabisong ea setso ea merabe e fumanehang Guizhou, China. Mela ea masakana a selemo le mela ea maemo a masimo a fatše e supa ho butsoa ha joala le sebaka sa naha ea moo. Botlolo e entsoe ka khalase e bonaletsang haholo e nang le sekoahelo sa tšepe, 'me tšebetso ea bokaholimo e fa khalase sebopeho se kang sa letsopa ka theko e tlaase. 'Mele o sekwere o boetse o ntlafatsa ho tšoareha ha botlolo.

The Recognition

About the Moputso oa Khauta oa A' Design Award

Guijiu 20 Sephutheloana sa Joala bo Matla ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Guijiu 20 Sephutheloana sa Joala bo Matla e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Guijiu 20 Sephutheloana sa Joala bo Matla e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Adopting the bottle shape of heaven round and earth square, it creates a unique visual identity. The combination of the annual rings and the lines of local terraces to express the concept of vintage and regional cultural characteristics, and highlights the brand's quality connotation of nobility, scarcity and excellence. The bottle pattern adopts the traditional patterns of local ethnic minorities, which not only shows the modern design aesthetics, but also conveys the deep humanistic emotions.
Dimensions & Packaging: box：140*110*275mm
bottle：115*62*223mm
Tags: Soft Jiang-flavour Chinese spirits, Real vintage, Guijiu 20
Production Technology: Combined with traditional totems and modern craftsmanship, it reflects a dual pursuit of quality and culture by the brand. The bottle is made of high-transparency glass with a metallic cap, highlighting the high-end texture. The pattern of the bottle is composed of butterflies, phoenixes, birds, fish and other auspicious totems, which are shown in three-dimensional relief, symbolizing good luck and prosperity, and a year's supply of surplus. The label design integrates Guizhou's national landscape culture, with multi-colored blocks to show the regional characteristics, and integrates the brand's genes to convey the unique positioning of soft jiang-flavour. The square and round shape of the bottle symbolizes harmony and perfection, while the annual ring element highlights the sense of vintage, reinforcing the value attributes of the product as an aged liquor.
Design Challenge: The first challenge is that the similar products of this brand choose traditional shape of cylindrical bottles for older products, which has become a representative in consumers' mind, and blue is also a color rarely used for similar liquor products, so it is a challenge to establish a new product image against the traditional market and consumer cognition. The second challenge is the use of the bottle material, through a breakthrough technology of surface treatment to make the glass bottle with ceramic noble texture, and greatly reduces the cost of the bottle.
Research: In the Chinese baijiu market, jiang-flavour Chinese spirits products usually adopt cylinder-shaped bottles and brown color tones for market acceptance. The question is how to break the prejudice against traditional products and better convey the region and folk culture of the region.
Inspiration: Motivated by the unique human spirit and natural landscape of Guizhou, China. Through refining the traditional patterns and natural symbols of local ethnic minorities. It creates a baijiu product with brand characteristics and deep integration of local culture. It adopts the annual rings and the lines of local terraces to express the concept of vintage and regional cultural characteristics clearly.
Project Duration: The project launched in February 2021 and release to market in June 2024
Operation Flow: Helping consumers find the ideal product was the key challenge in this project. The unique square shape of the bottle gives consumers a sense of grip that is unlike any other product of its kind, while the distinctive color and shape also make it easy for consumers to identify and pick up the product.
Team Members: Liandong Zhang
Xueqian Zhang
Ru Li
Dongyan Ruan
Yunlei Zhou
Image Credits: Guizhou Guijiu Group Co., Ltd